Google Adwords PPC Consulting Services

Assistance with the setup, testing and measurement of Google Adwords Campaigns

In Brief:

  • Google Adwords offers the most targeting options and filtering sophistication of any PPC network on the Internet.
  • Ads can be shown in the search results and on websites throughout Google’s “Display Network.”
  • We estimate that 70% of company Adwords budgets are wasted due to setup and management errors.

The Entire Buzzmaven team are Certified Adwords Partners.  Scott Clark achieved Google’s “Best of the Best” partner status as an Adwords Specialist in 2016

Google Adwords Consulting Components

  • Google Adwords Campaign Audit

    If you have an Adwords Account, even if it was set up by Google, there is a good chance it’s wasting money – sometimes a great deal of money.  We’ve looked at hundreds of accounts and can surface issues faster than you will believe.

  • Google Adwords Campaign Design

    Google Adwords Campaigns must be designed around search and intent  structuring the keywords, ads and filtering for the different stages of the customer journey.  Low, medium and high intent keywords must be identified by hand and organized into Adgroups that can have their own specific properties.

  • Optimization

    Optimization of a campaign happens at every stage from keyword choices, match type choices, ad texts, extensions and landing pages.

  • Adwords Landing Page Design

    “Post click” optimization is where we make sure the Google traffic we just worked so hard to get converts into leads or business at the highest rate possible.  Split and multivariate tests are used to let behavioral data guide us in maximizing performance.  Google Adwords rewards great landing pages with higher landing page scores.

  • Integration With Google Analytics

    When you’re spending money on Google Adwords traffic, you have to be sure that it’s spent well and converting.  Google Analytics is the most frequently used tool for this and we can wire it up so that data flows back to Adwords.

BuzzMaven specializes in multi-location and franchise Adwords management programs

FAQ

By using Adwords features to focus on higher-intent phrases at each stage of the buyer journey, it’s possible to significantly reduce the wasted spend on B2B purchases. Read on for specifics.

Google Adwords B2B OptimizationWe are able to reduce the wasted spend from 75%+ to below 15% in 3–4 months in almost all cases. This means that 85–90% of the budget is going towards high-intent search phrases worthy of their ad spend, completely changing the ROI dynamic.

While some of the processes are technical, other parts involve stakeholder conversations, particularly with the sales and customer support teams who can help you connect the dots between what looks like a good lead and how you need to adjust your Adwords campaigns.  Solid optimization tactics informed by salespeople, customer support experts and strategic marketing team will let you win in the hyper-competitive PPC marketplace.

Here are the basic ways to reduce waste:

  • Intent-focused campaign structure, including theme-specific adgroups. Most campaigns have a horrible structure.
  • Build retargeting campaigns around the long-sales-cycle of B2B purchases. The search language will change as they progress, and the retargeting language needs to lead them from step to step.
  • Initial keyword research (many tools, not just Google’s) – some from existing search terms reports (if they are not a total waste) but I also use 4–5 other commercial tools, plenty of spreadsheet macros, GSC and Google analytics data. Solid match type decisions need to be made at this time also.
  • Initial negative keyword selection (~500–1200 phrases usually, coming from our agency resources and initial campaign review)
  • Search Terms Reports-based negative keyword enhancements. I use the search terms reports to guide subsequent negative keyword activity. The resulting client negative keyword lists are around 5000–6000 terms large and becomes a valuable corporate asset.
  • Continuous adgroup refinement / SKAGs (Single Keyword (themed) Ad Groups)
  • Ad tournaments/experiments to establish the best ad structure, including site links, callouts and more
  • Refinement of audiences with appropriate campaigns and/or bid adjustments.
  • Landing page tournaments/experiments to find conversion / lead-generation sweet spots for this newly improved traffic.
  • Feedback from sales team / CRM about Adwords-sourced lead intent. Are they good calls? What level is the intent? What should we enhance or suppress?
Categories: B2B, PPC